Editor's Letter - December 2016
There has never been a better time to be a ’Net professional thanks to the immense amount of data that can be utilized in the effort to improve enterprise performance – from a business, user experience and organizational standpoint. The problem, however, is that it is easy to become overwhelmed by the increasing number of data sources and the highly detailed metrics coming from a rising volume of channels and technology platforms.
Econsultancy’s “Measurement and Analytics Report 2016” (produced in partnership with Lynchpin) for example, explored how organizations are using data strategically and tactically to generate insights and improve business performance – and the results were intriguing. The report revealed that the vast majority (84 percent) of marketers agree that their understanding of the customer is increasing over time, and 64 percent say that they are currently using data-driven customer insights to adapt their marketing strategies and influence business decisions.
Despite the obvious increasing importance of data, the proportion of analytics data used to drive decision-making within organizations dropped by seven percentage points compared to last year’s survey. What’s more, while 77 percent of marketers believe digital analytics important to their company’s digital transformation, fewer than one in five consider digital reporting to have a “very influential” role in supporting business decisions.
In this month’s feature article in Website Magazine, readers will be exposed to the trends that impact the collection of data and the tactics that can be used to put the insights gathered into action.
While Web analytics is a broad practice area and can be quite complex at times, it serves each ’Net professional well to have a solid foundation. In addition to this insights shared in Website Magazine’s December 2016 feature article, readers will have access to other helpful articles on topics including e-commerce, Web design, search marketing and more from some of digital media’s brightest minds. This issue also offers useful information on conversion optimization, mobile and digital advertising as well as a list of 50 of the most popular digital analytics solutions.
As always, we hope you enjoy this issue of Website Magazine and encourage you to join us on the ’Net where our editors and industry contributors share the technologies and insights that matter most to Web success.
Best Web Wishes,
2017 Media Kit Now Available
Find out what’s on the editorial calendar, learn more about the variety of new promotional opportunities available and access current advertising rates in Website Magazine’s 2017 Media Kit available at wsm.co/mediakit17.